Case Study
Lloyd James Data Consultancy
Turning one broad data offering into a family of named products people could actually choose between.
Lloyd James Data Consultancy runs an industry-compliant database of over 50 million UK consumers, and does a lot with it — customer acquisition, data cleaning, deceased and goneaway suppression, email, mobile, landline and postal targeting, propensity modelling, call-time prediction and more. The problem wasn’t the data. It was that all of it was being sold as one general “data consultancy” pitch, which meant a prospect had to sit through the whole story just to find the one part of it they actually needed.
As the client put it, sometimes a customer wants to sample the breadcrumbs before buying the loaf. So we split the offering into distinct, named products — each with its own sheet and its own page — so a prospect could see exactly what applied to them and nothing else.
What we found
One pitch for everything
Email, mobile, postal, propensity, suppression — all real capabilities, all folded into a single broad “data consultancy” conversation.
Nothing to leave behind
A prospect asking specifically about deceased suppression or goneaway data had no dedicated sheet to take away, only a conversation.
A website that undersold the range
The Services menu didn’t yet reflect the full breadth of what sits behind the RESIDENT database.
No shared sales playbook
Individual reps were positioning each service slightly differently, with no single reference for messaging and proof points.
What we built
Eleven distinct product sheets
Each capability given its own name, identity and benefit-led copy, built from Lloyd James’ real data and compliance credentials rather than one catch-all brochure.
A matching page for every product
New pages added to the Services section of lloydjames.com so each product has its own place to be found, linked to and sent as a URL.
Consistent messaging across sheet and page
The same stats, benefits and proof points on the printed sheet and the live page, so a prospect never gets two different stories.
A sales enablement deck
A product overview presentation for the Lloyd James sales team, covering every product in one deck with real case-study results included.
Room to sample before buying
A prospect can now be shown the one product that solves their specific problem — the breadcrumb — instead of being sold the whole loaf up front.
The product range
Eleven capabilities, all drawn from the same underlying RESIDENT database, each now sold on its own terms.
New Customer Acquisition & Engagement
50M+ records and 500+ targeting variables for finding and reaching new customers across insurance, energy, telecoms and more.
Data Quality & Enhancement
Cleans, matches and enriches a client’s existing data with address, email and phone validation.
Deceased Suppression
Removes confirmed deceased records from mailing files under GDPR Article 5, protecting brand and budget alike.
Goneaway Suppression
Flags the roughly 6% of the UK population that moves house every month, before a campaign goes to print.
Customer Insight & Propensity
Lifetime value modelling, segmentation and drop-off prediction built from a client’s own customer base.
RESIDENT Email
8M+ responsive UK consumer email addresses, with a proven ROI track record behind it.
RESIDENT Landline
8M+ consented, TPS and CTPS screened household landline numbers.
RESIDENT Mobile
12M+ mobile numbers with a 98% SMS open rate and daily MPS screening.
RESIDENT Postal
40M+ postal addresses matched to 98% PAF accuracy, refreshed every month.
RESIDENT Home Movers
Reaches the 6.1% of UK adults who move house each year, right when their spend is highest.
RESIDENT ELVIS
Return-to-sender postal suppression, built from 11M real Royal Mail return records.
From product sheet to live page
Sample sheets, and the real pages on lloydjames.com they now feed into.
RESIDENT Email
Product sheet
Live page
New Customer Acquisition & Engagement
Product sheet
Services menu, live on lloydjames.com
“
ClickFuel were able to help us distinguish our product range into bite-size offerings rather than a one-size-fits-all approach. They designed and created beautiful product sheets and corresponding web pages. I couldn’t be happier with the result.
Matt Baldwin
Lloyd James Data Consultancy
If your business sells one broad service that’s really several distinct products underneath, splitting it apart can make every one of them easier to buy. Get in touch and we’ll help you find the breadcrumbs in your own offering.
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